Can a non sexist identity be made for a gender program?
The Everis Foundation’s Network of Mentors is a wonderful program in which successful women of all areas serve as mentors to young people who are encouraged to break the existing gender gap. Fandom proposed a name that would not bring the profile of gender to the fore and at the same time concentrated the essence of the program, creating a name that worked along with a powerful and attractive visual identity for the participants in the program and for the public opinion in general.
Network of Mentors, mentorship, mentoring… These are words that in Spanish have a much more beautiful meaning than their sonority. The Everis Foundation was looking for a name that was somewhat more evocative and attractive for its women’s mentoring program for girls.
Fandom took the challenge as an opportunity to support an initiative that seeks a fairer and equal society (there is no equality without a full integration of women), but running away from gender brands, sexist stereotypes and numerous clichés that usually go along with the staging of all the campaigns in favor of women’s equality.
Stars as referents
One of the missions of the program was to convince and help young participants that there are no limits to their aspirations and that they have the right to have the same opportunities as men in all fields. In Fandom, this goal was taken as an incentive and we fixed about gaze to a few light years from our position: we went ’till the stars.
The name Pulsar Program refers to a particular type of star, the pulsar (acronym for English “pulsating star”), which emits very intense radiation at short and regular intervals and that also have an intense magnetic field. The analogy between this type of stars is established with the mentors, as radiators of knowledge and motivation.
Those stars took shape in a logo with the form of two asymmetric stars. The logo maintains the typographical elements of the Everis Foundation and provides only an imagotype, on the left side of the set.
Programa Pulsar has quickly become one of the flagship projects of Everis Foundation, receiving great social recognition and deserving awards such as the one awarded by the magazine Actualidad Económica as one of the best 100 ideas of the year. In addition, the news related to the birth of Programa Pulsar and its media coverage have demonstrated the positive impact of the brand created by Fandom. Internally, the identity of Programa Pulsar has also been assumed as its own by the participants, as demonstrated by the Director of Equality of the Polytechnic University of Cartagena, María José Lucas, in her statements at the presentation of the initiative in the Regional Assembly of Murcia: “The pulsar stars are a type of stars that have a special light. And since the protagonists are the girls, we want them to be the stars, hence the name of this program.